| MUMBAI:
The one-of-its-kind inter-medical-college challenge involved 8 leading Mumbai
based medical colleges; namely Seth GS Medical College (KEM Hospital), Topiwala
Nair Medical College (Nair Hospital), KJ Somaiya Medical College, Grant Medical
College (Sir JJ Hospital), Lokmanya Tilak Muncipal Medical College (Sion Hospital),
Terna Medical College & Hospital, DY Patil Medical College & MGM Medical
College. As
part of the challenge, medical students had to adopt a particular Mumbai based
community and implement a community healthcare project, as many communities that
are the 'lifeline' of Mumbai ironically are at the highest risk of chronic diseases
due to lack of awareness and inadequate medical facilities. Medical
students armed with knowledge, expertise and an undying enthusiasm started working
hands-on with these communities towards a healthy Mumbai. The programme which
started in November 2009 engaged the students through mentoring sessions from
experts from healthcare and social sector. Mentorship and a seed capital of Rs.
50,000/- were provided to them by Piramal Healthcare to enable them to effectively
execute their community projects. The
registered teams were mentored by eminent experts like Alka Shesha, COO, Magic
Bus and 6 teams were short-listed for the contest, one of whom was to be the winner
and make it to the grand finale. The
teams worked with a variety of communities like housewives of a residential society,
Mumbai Police, college & school students, BEST employees and BPO employees
to execute community health projects to make Mumbai healthy. The
challenge went on to reveal that Mumbai is under a severe grip of lifestyle related
diseases like diabetes & hypertension. Most Mumbaikars were also known to
be addicted to vices like smoking, drinking & consuming tobacco. Piramal
Healthcare also partnered with BEST, the lifeline of Mumbai and conducted free
health check-ups for almost 1000 employees of BEST through a 3-day programme,
from February 8-10, 2010 at Colaba, Wadala & Mumbai Central bus depots. This
was done using Piramal Diagnostic Services Ltd's mobile diagnostic facility; which
is called the 'Medivan' As
part of the campaign, Piramal Diagnostics Services Ltd. is also offering a discounted
package to citizens of Mumbai who avail of BEST services; where Mumbaikars can
avail of discounted health check-ups at Piramal Diagnostic Centres in Mumbai on
producing their BEST electricity bills generated between March - May 2010. Some
of its Marketing & Promotional activities included the following:
1)
helpyourbody site: www.helpyourbody.in
The site is one-stop destination for
vital information on chronic disease and how to combat them. There are a host
of health tips and healthy, easy to prepare recipes available on the site. The
2 most unique features on www.helpyourbody.in are the health planner and the health
assessment quiz. The health planner is an interactive tool that allows you to
ascertain your ideal BMI and based on the same helps you plan your weekly regime
of diet and exercise to achieve your BMI target. The health assessment quiz is
a set of lifestyle related questions, which help you to judge your pre disposition
towards chronic diseases.
Designed by Puretech. Our
crusade against chronic diseases has taken major strides since our launch on August
16, 2008 and so has the website. Owing to an overwhelming response from visitors
on the site wanting a common forum to discuss health related topics, we recently
launched the helpyourbody blog. 2)
helpyourbody blog:
blog.helpyourbody.in is a common meeting ground for all
crusaders to express their views and opinions on various health issues. Even our
advisory panel (e.g. Dr. Prafulla Kerkar, Ms. Naini Setalvad etc.) and our endorsers
(e.g. Mahesh Bhatt) contribute regularly to blog. So,
if you are looking for a forum to connect with like-minded people, voice your
opinion, share your very own healthy kitchen concoctions, plan your weekly regimen
to achieve your BMI target or just simply read what others have to say, log on
to www.helpyourbody.in User
generated content on various health related topics like news, events, updates,
reviews, recipes, testimonials, articles, jokes, tips etc.
Designed by Puretech
3) Online
signature campaign: Health charter of demands made to the Prime Minister / President,
listing down a 10 point agenda on policy recommendations and steps to be taken
towards a healthy India. This is also being supported by BTL activities / Medical
College Contact Programme and Community Contact Programme. Digital agency: Hanmer
Activation agency: Candid Marketing 4)
helpyourbody mass media:
(a) TVC - directed by Vivek Kamat
The helpyourbody
television commercial (TVC) is now complete and ready to go on air. Inspired by
the overall campaign thought of 'your body is trying to tell you something…listen'
the ad focuses on everyday bad habits that we indulge in without realizing its
long-term harmful impact on our health. These are habits, which each one of us
can identify with - slouching while sitting, eating junk food, keeping long, stressful
work hours, smoking etc.
The
jingle, set to the tune of 'Vande Mataram' makes it easily hummable. The lyrics
are written keeping in mind that our bodies are telling us about the ill effects
of our everyday unhealthy habits. The tone is that of a friendly advice. Raman
Mahadevan's (singer of Kholo Kholo Darwaze from Taare Zameen Par) melodious voice
makes the jingle even more memorable. Binod
Pradhan, ace cinematographer of 1942 A Love Story, Mission Kashmir, Rang De Basanti
and more recently of Delhi 6 fame has used his cinematic brilliance to make each
frame of the helpyourbody ad perfect. (b)
Outdoor BEST bus panels 5)
helpyourbody TV show on Care World: An interactive TV show on which leading doctors
give advice and answer viewer queries on cholesterol management and other heart
ailments 6)
helpyourbody collaterals:
(a) A unique flipper calendar designed by Beyondesign
The helpyourbody 2010 calendar combines the functionality of a calendar with
simple messages that work as patient education. Chronic diseases like diabetes,
hypertension and cardio vascular disorders are complex ailments that need to be
communicated simply. The
campaign idea finds its genesis in the road signage system we commonly see around
us. It's perhaps the simplest yet most effective visual communication system devised.
It does the job of navigating you through a complex maze of streets and traffic
without even using any form of printed letters! (b)
Plate which gives a graphical representation of the different food groups and
the quantity in which they should be consumed.
Designed by beyondesign CHANNEL
PARTNER: CNBC TV 18 RADIO
PARTNER: RED FM | 